The city of Troy, Michigan was facing a budget shortfall, and was considering closing the Troy Public Library for lack of funds. Even though the necessary revenues could be raised through a miniscule tax increase, powerful anti-tax groups in the area were organized against it. A vote was scheduled amongst the city's residents, to shut the library or accept the tax increase, and Leo Burnett Detroit decided to support the library by creating a reverse psychology campaign. Yard signs began appearing that read: "Vote to Close Troy Library on August 2nd – Book Burning Party on August 5th." No one wants to be a part of a town that burns books, and the outraged citizens of Troy pushed back against the "idiotic book burners" and ultimately supported the tax increase, thus ensuring the library's survival.
We have worked with Jim Hoggan and Hoggan & Associates for many years, including them as an integral part of our team from the start of the project, to provide advice on identification of issues, prioritizing strengths and weaknesses, media relations and tracking, political advice and presentation preparation. With Hoggan and Associates help we were a significant influencer of the overall process and we got results.
- Andrew Grant, President and Founding Partner, PCI Group